Timing Is Everything, say Wisemetrics on Facebook posts
A new report over at Wisemetrics has shown that the lifespan of a Facebook post is now incredibly short. The report, as part of Wisemetrics’ Data Science blog post series found that 75% of all engagement with a Facebook post took place within the first five hours of a post being made. Many studies have in the past demonstrated that the life of a post is very short, but not to the extreme of these findings. The team also looked at Impressions and Reach to see how much interest and engagement Facebook posts were likely to generate.
Focus On the First Two Hours
When looking at Impressions – which measures the amount of times a post is displayed, whether your audience likes or subscribes to your page or not, the team found that 75% of all people that see posts do so within two-and-a-half hours. The figures for Reach show that of your intended audience – those that have subscribed to your page – 75% see your post within less than 1 hour and 50 minutes. Meanwhile, it only takes half an hour for a post to achieve 50% of its global Reach.
Reach Versus Engagement
The research was put together with the intention of helping Facebook page administrators to see, in the shortest time possible, whether a post will fall short of or exceed expectations. This in turn can enable admins to decide when the right time to produce another post might be. The findings of the study stated that timing posts correctly was vital for Reach, which many companies see as being more important than Engagement, which can incorporate people ‘liking’ a post, sharing it or commenting on it. The report suggests that users should identify the best times for posting, either through Analytics or studying the online behaviour of rival Facebook pages.